As has been the case since 1983, March 15 is International Consumer Rights Day. This day aims to raise awareness of the rights and needs of all consumers. Advalo, whose mission is to reduce marketing pressure for consumers, wishes to celebrate this day, for which we attach a lot of importance.
This Friday, March 15 is an opportunity to remind businesses that beyond compliance with the legislation (RGPD, CNIL), they can work to be more respectful of their consumers. Here are some simple actions that will benefit everyone:
1 : Capitalize on Customer Knowledge
Our first recommendation is to obtain an in-depth knowledge of its customers while ensuring a quality experience.
For example, by reconciling navigation data and offline data, such as in-store transactions, marketers now have the ability to not retarget their customers with a markdown on the product they have just bought in store... This reduces customer frustration and does not unnecessarily communicate promotions that damage the margin and the image of the brand.
2 :Reduce marketing pressure
Today consumers are over-solicited, they are literally bombarded with “retargeting” emails, on social networks only after seeing any product page ... Companies must, therefore, take into consideration that all Internet users who visit their site do not necessarily show an immediate interest - real purchase intention - for their product and that it is not necessary to target them via marketing actions.
The question of temporality is important. Before a person decides to make a purchase, there is a time of reflection during which, they do not necessarily wish to be solicited. Advertisers are therefore advised to communicate to prospects only when they are ready to receive information on a particular product because they have shown an interest in it. In summary, brands must align with the consumer's time and not the brand’s.
3 : Personalize the communication
Personalization is one of the main challenges of communication. What could be more frustrating to receive vehicle insurance advertisements when one does not have one? Personalizing the communication intended for its prospects and customers means ensuring that the content is likely to arouse their interest.
4 : Make the purchasing process as smooth as possible
Over the past decade, the customer journey has become omnichannel. This means that the different stages of its journey - information search, consideration of alternatives, decision-making, the act of purchase, post-purchase use, are done on many channels.
The challenge for brands is, therefore, on the one hand, to follow the buyer's activity on these different channels and on the other hand, to ensure a consistent experience between them: For example, ensuring access to identical information, identical prices, monitoring the "log" of his/her customer account, etc.
5 : Take into account the opinions of customers
An essential point in respecting the consumer is to take into account their requests and comments, whether they are after-sales requests or to improve the company's products and services.
Having a quality after-sales service is now essential for any brand. The Customer Service must ensure that the customer's request is processed as quickly as possible and that the follow-up of his/her request is ensured without the need to re-explain his/her story to several different interlocutors. They must also be reimbursed easily if the slightest error has been made by the manufacturer or the distributor, without the procedure being binding for the customer.
Regarding the improvement of the company's products or services, most brands ensure via satisfaction forms that the product or service sold has correctly met the expectations of the customer. This is generally done by email and does not require much time to be completed.
Some brands go further in involving the consumer, by offering them to become a co-player in the company. For example, the brand "who is the boss" bases its concept on the co-creation of products with consumers from conception. Customers, therefore, have the power to choose the ingredients of the product, their source, and the farmers’ income, etc. In the long term, it is certain that a strategy like this will be a real asset for retaining consumers.
6 : Do not practice a false or unclear pricing policy
With more and more competitive markets, it is tempting for many companies to tend towards excessive promotion strategies. So some players prefer to artificially inflate the prices of their products in order to be able to display a high discount and make the consumer believe that they are getting a "good deal". Recently a web giant was accused of price deception by fraud control.
7 : Be transparent about all of the brand's activities
Like the pricing policy, the rest of the company's activities must also be as transparent as possible: the supply of raw materials, manufacturing premises product composition, existing partnerships, etc. are so many areas that should not be confusing to the consumer. The stronger the trust in the brand, the more loyalty customers have towards a brand.